Your Vogue history

Roksanda Ilincic Sets Up Shop on Mount Street

ROKSANDA
ILINCIC is opening her first store at 9 Mount Street in
London's Mayfair in early 2014. Housed in a historic Grade II
listed building, the boutique marks a new chapter in the label's
development.

"It's still sinking in, but I am over the moon," Ilincic told us
today. "It felt pretty good to see my name on the window - it's a
dream come true. I want to be able to show our vision and DNA in a
fuller way; for shoppers to be able to see how our collections look
and fit within a certain environment. Customer service is also very
important to me - we want to offer a bespoke way of dealing with
customers."

The store has been designed collaboratively with British
architect David Adjaye, who has previously built homes for
Alexander McQueen, artist Jake Chapman and photographer Juergen
Teller. For now, the designer is keeping the interior of the space
"a secret" until the shop opens next year, but she promises
"something exciting".

In terms of location, Ilincic is in good company - other labels
to have outlets on the Mayfair street include Christian Louboutin,
Marc Jacobs, Balenciaga and Lanvin. Christopher Kane will also open
his first store there before the end of next year.

"We have some pretty great neighbours," she admitted. "I
couldn't resist the location and the site is beautiful. When the
spot came up, it was such great timing in terms of where we were as
a brand. It's a street I have always wanted to be part of on a
personal level."

To celebrate news of the opening, Ilincic has teamed up with set
designer Gary Card to create an installation which is on show in
the shop window now and for the next three weeks. The display
features eight Ilincic dresses - inspired by influential artist and
Bauhaus professor Josef Albers - and created in association with
The Josef and Anni Albers Foundation. The collection will be
available exclusively on Net-A-Porter.com.

"I was approached by the foundation, which was so nice because
I've always been a fan of Josef's work," she said. "He has a
minimal way of approaching bright, beautiful colours. The
collaboration also gave me another reason to work with Gary Card.
Really, the photographs don't do it justice. It's such an exciting
project."